広告におけるリスクコミュニケーションの影響 : 生命保険の場合  [in Japanese] The influence of risk communication on advertisements  [in Japanese]

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Author(s)

Abstract

Consumers base many decisions on information obtained from advertisements. For governmental advertisements, informations on risk communication has been found to create a favorable impressions on consumers. This study investigates risk communication in insurance advertisements. First, consumers' general attitudes toward advertisements were ascertained using a questionnaire. Based on the results, two types of advertisements were made. One informs only the merits of the product; the other advertisement included informations on risk communication (demerit points). The majority of the subjects preferred the second type. Thus, not only for governmental advertisements but also for commercial ones, advertisements that include information on risk communication are preferred.

Journal

  • Japanese Journal of Social Psychology ( Before 1996, Research in Social Psychology )   [List of Volumes]

    Japanese Journal of Social Psychology ( Before 1996, Research in Social Psychology ) 9(2), 145-153, 1994-03-25  [Table of Contents]

    The Japanese Society of Social Psychology

Codes

  • NII Article ID (NAID)
    110002785580
  • NII NACSIS-CAT ID (NCID)
    AN10049127
  • Text Lang
    JPN
  • ISSN
    09161503
  • NDL Article ID
    3554725
  • NDL Source Classification
    C79;E26
  • NDL Source Classification
    ZE1(社会・労働--社会科学・社会思想・社会学)
  • NDL Call No.
    Z6-2798
  • Data Source
    NDL  NII-ELS 
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